Service is an important part in environmental friendly designing; the life of a garment actually begins after selling. The company needs to keep in contact with the user and needs to guide the user and its object through life. Thereby the company can literally see the effects his garment has on the environment.‘User experience could be defined as the perception resulting from the experiences a person has with a company, its products and its services at every point where that company touches their lives.’ [1]

User experience, as well as fashion itself, is a way of life. With this experience it is important that the experience is real. Users have expectations, especially with all the advertisements that say you need to buy something to become happy. The product needs to do what is expected, but it is the way the individual uses the product that brings about the real experience. ‘As consumers we do not seek the product (for example towels), but the functionality that it offers us (dry hands).’ [2]

Now we do not cherish our clothes so much anymore, but more the experience we gain from the clothes. This development can go two ways; we may be ready to lease the “fad clothes”. Instead of throwing our clothes away, we could bring them back to a clothing library and hire other garments that could have been worn by someone else before…or we need to build up a long-lasting narrative relation with our garments.

From this point of view there should exist a company whose products evolve together with the customer. The company can upgrade, clean, and repair your model (garment) every time. You actually buy a service of a functionality you need, and with this service comes a product.

What if it cannot be worn anymore? THEN we could upcycle it. The so-called ‘waste’ from one component of this system becomes ‘food’ for another component. ‘Waste becomes exchange that helps creating collaboration, interconnectedness and cycles.’ [3] With creating a rich feedback system that monitors question and demand, material flows could be created that are at the right time on the right place. This results in less storage, less waste and less delivery time.

‘When the focus of selling products shifts to services it’s suddenly in the company’s best interest to design products that will either last a good long time or come apart easily for recycling or reuse.’ [4] The benefit of the company is that it owns the raw materials used in the product and is assured of these materials in the future, while at this moment raw materials becoming scarcer.